We recently had a guest lecturer in to speak about her product which her and her partner created. Michelle and Liz are the creative directors of Front cover, a ready to wear make up collection all in one box where you can create all different looks that have been seen on the catwalk.
They had previously worked with brands such as Ruby & Millie, St. Tropez, James Brown and Naked Body care.
They realised there was a gap in the market. If you wanted to create a certain look you would have to spend a fortune on different separate items, where as Front cover give you everything you need in one box with detailed instructions from make up artists. They also insisted that the photography on the front of the product are all looks that you can achieve with the products in the box.
They built the brand upon the basis that once the season has gone you can't purchase that seasons looks anymore, much like clothing items in shops. This creates a need to buy the product through the fear and knowledge that it won't always be available.
Affordability was key in their creation of the product as they wanted it to be accessible to everyone. Michelle explained that the product quality and innovation are at the heart of their brand. She explained that they have many returning customers and fans due to the product being a high quality product which works.
" Always keep in mind your customer and you can't go wrong "
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